EPISODE 1 MOVING TARGET

Bronze Spike Campaign
TitleEPISODE 1 MOVING TARGET
BrandPZ CUSSONS
Product / ServiceLAUNDRY DETERGENT
CategoryD01. Online Video
1 of 4 Campaign
EntrantDDB GROUP MELBOURNE , AUSTRALIA
Entrant Company DDB GROUP MELBOURNE, AUSTRALIA
Advertising Agency DDB GROUP MELBOURNE, AUSTRALIA
Production Company EXIT FILMS Melbourne, AUSTRALIA

Credits

Name Company Position
Darren Spiller DDB Group Melbourne Executive Creative Director
Simon Bagnasco DDB Group Melbourne Creative Director
Dan Grech/Chris Andrews DDB Group Melbourne Art Director
Eamonn Dixon/Simon Bagnasco DDB Group Melbourne Copywriter
Simon Thomas DDB Group Melbourne Head Of Tv
Carol Sinclair DDB Group Melbourne Agency Producer
Stephen Carroll Exit Films Director
Tobias Webster Exit Films Producer
Jon Holmes Exit Films Editor
Brodie Flint Flagstaff studios Sound Design/Mix
Paul Le Couteur/Dee Gjedsted Flagstaff studios Sound Engineer
Music: Electric Dreams Producer: Danny Thiris Composer: James Cecil
Sarah Bailey DDB Group Melbourne Group Business Director
Luke Osbourne/Katie Kouts DDB Group Melbourne Business Director
Loiuse Sully DDB Group Melbourne Business Executive
Ian Forth DDB Group Melbourne Executive Planning Director
Steven Skrekovski DDB Group Melbourne Digital Creative Director
Corey Esse Exit Films Executive Producer

Creative Execution

First we bought clothes. Then, we tortured them in a series of extreme ways: from paintball to pottery. Afterwards we washed the items with Radiant. And finally, we tried to return them at the same stores they were bought from. To ensure authenticity, everything was shot for real, in real businesses using ‘real’ spy cameras. The washing sequences were all done on a domestic washing machine under normal conditions. All the garments were selected based on the stain they would endure. The content produced lived online and was shared and viewed on a plethora of digital and social platforms.

After almost being delisted, Radiant is officially the fastest growing laundry brand in Australia. Currently the 1# washing detergent product in Australia’s biggest supermarket - A feat never achieved by the brand. In a tough category, the brand saw sales growth of nearly 30% compared to the previous year. Penetration for the brand has also reversed the negative trend from -12% slide to +1%. This is a 6.2% increase (year-on-year) and means around 82,000 new households have Radiant in their laundry. And, for a campaign led by social and digital, social media interactions are 8.7 times above normal FMCG benchmarks.

The stakes couldn’t have been higher for the brand. Supermarkets were poised to delist it. Brand consideration and penetration were stuck in a negative slide. We needed to create something audacious to show Australian’s how good Radiant was. Research unearthed something: the moment of truth ‘when you try to return a used garment.’ In independent research 10% of people confessed to doing it. To prove Radiant kept clothes looking newer we created the ultimate test. A modern day product demonstration with a difference: the judges would be unsuspecting store workers. ‘Buy it. Wear it. Wash it. Return it.’ A master film and accompanying episodes formed the campaign hub. With such great content at our disposal, our job became how best to get it in front of our target audience of young, digital savvy mums. To maximize engagement we implemented a digitally led media strategy with social touch points.

Links

Website URL   |   Video URL